SBD/March 23, 2012/Marketing and SponsorshipPrint All
Bowman Football, a branch of Topps, will "soon launch a line of trading cards featuring" QB Tim Tebow in a Jets jersey and QB Peyton Manning donning a Broncos uniform, according to the AP. The packs of cards "will hit store shelves in May." The images have been "retouched to reflect the changes" for the two players. Topps VP/Sports Mark Sapir said that the company "waited until the last moment to render the cards." He said, "We wanted them to be timely." Sapir: "Literally, as soon as the Tebow announcement was made, there were emails made back and forth, doing everything as quickly as we can to make sure we get that card for football fans." The Manning and Tebow cards will be "printed on a limited basis." Sapir said, "These cards are going to be a big deal, and they're going to be super valuable" (AP, 3/22).
STOCKING SHELVES: On Long Island, Jim Baumbach notes Tebow's arrival to the Jets has local retailers "scurrying to capitalize on the team's latest big-name acquisition." The "first shipment of Jets Tebow T-shirts arrived at Modell's Times Square store Thursday night, and the sporting goods chain said many more truckloads will be dropped off at its locations throughout the metropolitan area this weekend." Modell's Manager of Sports Marketing & PR Jason Karlowski said Modell's had enough time to schedule a shipment of "a little more than 200" Jets shirts to its Times Square store. However, there were "no Tebow jerseys available," as the NFL is "deep in the process of switching from Reebok to Nike as its official licensee." Nike is "expected to unveil its new-look jerseys early next month" (NEWSDAY, 3/23).
TaylorMade-adidas' purchase of Adams Golf marks "yet another chapter in the disappearance of independent golf companies as Adams becomes the latest of nearly a dozen brands in the past 15 years to relinquish sovereign ownership," according to Gene Yasuda of GOLFWEEK. But consolidation "hardly means irrelevance." TaylorMade President & CEO Mark King said, "The combination of our brand and Adams in the middle really allows us to compete in all segments." The addition of Adams Golf should enable TaylorMade-adidas to "resonate more in the seniors' and women's markets, which have embraced Adams' game-improvement products." King: "We had a set called the Miscela, specifically for women, but when you don't market it aggressively ... it's just kind of an add-on, that's kind of what you get as a result. That's why (Adams) is very appealing to us, because they're in the sweet spot of a group of consumers that we don't really appeal to today." Meanwhile, TaylorMade plans to "tap its international business infrastructure to grow Adams' sales" (GOLFWEEK, 3/23 issue).
MR. BRIGHTSIDE: In Jacksonville, Garry Smits notes equipment companies “sometimes come out with attention-getting bags for their PGA Tour staff pros in the spring,” as was seen by Srixon pros at this week’s Arnold Palmer Invitational. These bags “are brighter than bright, neon-yellow colored bags [that] contrast sharply with the emerald-green fairways.” In the past, companies such as TaylorMade-adidas “brought out distinctive bags for the major championships,” but the company's staff bags this year “are downright dull compared to Srixon's, which were unveiled for one tournament only at last year's PGA Championship.” Srixon sponsored golfer Rod Pampling said, "They're easy to spot. I really like them." Srixon Media & Public Relations Manager Keith Patterson said that the bags were introduced “to promote the Tour Yellow Ball” (FLORIDA TIMES-UNION, 3/23).
YAHOO SPORTS’ Greg Wyshynski wrote the NHL has “been ‘protective’ in the past when it comes to how sponsors and licensees can use the Stanley Cup.” But for the ‘12 NHL Playoffs, the league “loosened up: 4,000 bars across the U.S. and 2,500 in Canada will be using Molson Canadian and Coors Light tap handles.” The two brands are the official beers of the league. Molson Coors is also “doing a hockey card insert during the playoffs, with 92 commemorative cards celebrating the 92 Stanley Cup champions since 1918” (SPORTS.YAHOO.com, 3/22).
CASE CLOSED: Global Icons Counsel Christine Sovich, whose agency represents the Hollywood sign's trust, said that the Hollywood Chamber of Commerce “is no longer seeking a licensing fee” from NHL Kings G Jonathan Bernier “in exchange for wearing an illustration of the iconic hillside sign on his mask.” Sovich said, "The Chamber has no objection to the use of it in that nature.” The issue “began when a Hollywood Chamber of Commerce representative saw a photo of Bernier's mask in the newspaper, and registered a complaint” (ESPNLA.com, 3/22).
CELEBRATE GOOD TIMES: The MLB Cardinals Thursday announced the team will be wearing specially-designed jerseys from Majestic and caps from New Era embossed in gold to commemorate their ’11 World Series win at their home opener April 13 against the Cubs. They will also wear the gear on April 14 with the World Series ring ceremony preceding the game (MLB).
SMOKE SIGNALS: The HUFFINGTON POST’s Ron Dicker reported the legal team for Knicks G Jeremy Lin “has sent a flurry of cease-and-desist letters to medical marijuana dispensaries offering ‘Linsanity’ brand pot.” Arent Fox Partner Pamela Deese said, "Their enthusiasm for Jeremy Lin got ahead of their understanding of the law.” Deese also said that cease-and-desist letters “to 24 entities who applied for a trademark on Linsanity or some other Lin term have been effective in weeding out claimants” (HUFFINGTONPOST.com, 3/22).